Emotion,Relationships And Gender:Analysis Of The Influencing Factors Of User Music Sharing

According to the report "Annual Comprehensive Analysis of China’s Digital Culture and Entertainment Industry 2021",the active user size of the mobile music industry has been stable at around 760 million since April 2021.Among them,Netease Cloud Music App is the most preferred music platform for young groups.Music has become another way of emotional expression and reception.At the same time,technological changes have enabled NetEase Cloud Music to open alternative various functions to further penetrate the market of young people.Although NetEase Cloud Music has recently been jokingly referred to as the "suppressed" cloud,it is undeniable that it is widely promoted and popularized,and users are more willing to share NetEase Cloud’s music and its related functional uses.Based on this,this study aims to answer several questions:(1)the reasons why users are more willing to use NetEase Cloud Music;(2)the opportunities to promote music sharing;(3)the differentiation and innovation of NetEase Cloud Music from other music platforms;and(4)how emotion,interaction,and gender work for users.The study opens with the interactive ritual chain,firstly using it to explain the operation mechanism of NetEase Cloud Music,starting from the origin of the interactive ritual chain and finally returning to NetEase Cloud Music itself.Among them,we find that emotion and interaction are the two main factors that influence users’ use or sharing of NetEase Cloud Music.Then,we extracted two factors from the interaction ritual chain theory,namely emotion and interaction,which influence users’ willingness to share music.In terms of emotion,the analysis is divided into two dimensions: positive emotion and negative emotion.In terms of interaction,interaction can be a kind of relationship,based on which two dimensions,strong relationship and weak relationship,are selected for analysis.Thus,the influence of two kinds of emotions and two kinds of relationships on users’ willingness to share music is explored.At the same time,gender is used as an entry point to study the influence of gender on users’ willingness to share music.This study randomly found 30 heavy NetEase Music fans from the public platform for interview analysis,and further studied through the specific situation of the interviewees.The study shows that positive emotions motivate users to share music;strong relationships motivate users to share music;and women are more willing to make music sharing.Based on this,we propose a few suggestions for the optimization of NetEase Cloud Music.By leading emotional orientation,completing emotional accumulation,focusing on acquaintance interaction,and balancing male and female users,positive emotion and strong relationship interaction will become the focus of future development of NetEase Cloud Music.